Hyundai Unveils Gaming-Inspired Insteroid Concept Car in Seoul

Hyundai Motor Company has introduced its futuristic concept car, Insteroid, at an event in Seoul, South Korea. This innovative design merges gaming elements with a high degree of personalization, aiming to appeal to a younger, tech-savvy audience. The concept car builds upon the success of Hyundai's INSTER, a popular electric sub-compact SUV that has already earned recognition, including being a finalist for the 2025 World Car of the Year. Insteroid takes the sporty design and user experience of the Inster to new levels, marking a bold step forward in Hyundai’s vision for the future of automotive technology.

Hyundai Motor’s European design team has unveiled the Insteroid, a bold concept car that pushes the limits of automotive design. The name Insteroid blends the fun of ‘INSTER’ with the strength of ‘STEROID,’ reflecting the vehicle’s powerful and muscular aesthetic. This new creation follows the success of the INSTER CROSS, an off-road variant introduced in 2024, and continues the journey of the highly popular INSTER SUV.

“INSTEROID is a celebration of pure fun – a journey where we explored new ways to ignite emotion and imagination in every detail," said Simon Loasby, Senior Vice President and Head of Hyundai Design Center. "It’s not just about how it looks, but also how it sounds and how it makes you feel. From its bold visual language to the immersive sound experience, it’s a concept that invites everyone to dream a little louder and smile a little longer.”

“INSTEROID represents a modern take on the idea of a dream car. It is designed to inspire and create enthusiasm,” said Eduardo Ramírez, Chief Designer at Hyundai Design Europe.

The interior of Insteroid is designed to deliver a highly immersive driving experience. The cockpit features a minimalist setup with bucket seats, a roll cage, and a unique instrument cluster, offering full adjustability for a personalized ride. The design is inspired by the spirit of a custom-built machine, reflecting the motto: “Build it, play it, break it, repeat.”

Since its debut last year, the Hyundai Inster has seen strong demand across global markets. Initially launched in Korea and Europe, the compact urban SUV has struck a chord with customers worldwide. Building on its success, Hyundai plans to expand the Inster’s availability in 2025, introducing the model to select markets in the Asia-Pacific, Middle East, and Central and South America regions.